Harvard Case - Bringing Rigor to Admissions: National Management University
"Bringing Rigor to Admissions: National Management University" Harvard business case study is written by Philip Zerrillo, Steven Burton. It deals with the challenges in the field of Marketing. The case study is 4 page(s) long and it was first published on : Mar 31, 2020
At Fern Fort University, we recommend a comprehensive strategy to enhance National Management University's (NMU) admissions process, leveraging a data-driven approach, targeted marketing campaigns, and a robust online presence. This strategy will focus on attracting a diverse pool of high-quality applicants, improving conversion rates, and ultimately strengthening NMU's brand reputation and competitive edge.
2. Background
This case study focuses on National Management University (NMU), a prestigious institution facing challenges in attracting a diverse and qualified applicant pool. Despite a strong academic reputation, NMU's admissions process is largely manual and lacks a data-driven approach. This leads to inefficiencies, inconsistent decision-making, and struggles in attracting students from underrepresented groups. The case highlights the need for a more rigorous and strategic approach to admissions, emphasizing the importance of marketing strategy, brand management, and technology and analytics.
The main protagonists are the university's administration, including the Dean of Admissions and the Director of Marketing, who are tasked with developing a solution to improve the admissions process and attract a more diverse student body.
3. Analysis of the Case Study
SWOT Analysis:
Strengths:
- Strong academic reputation
- Experienced faculty
- Well-established alumni network
- Location in a major metropolitan area
Weaknesses:
- Manual admissions process
- Lack of data-driven decision making
- Limited online presence
- Inefficient marketing efforts
Opportunities:
- Growing demand for management education
- Increasing diversity in the applicant pool
- Technological advancements in admissions processes
- Opportunities for online marketing and outreach
Threats:
- Increasing competition from other universities
- Economic downturn impacting student enrollment
- Changing student preferences and expectations
Competitive Analysis:
- NMU faces stiff competition from other top-tier universities with strong brand recognition and sophisticated admissions processes.
- The university needs to differentiate itself by highlighting its unique strengths, such as its focus on practical skills, industry partnerships, and diverse student population.
Market Segmentation:
- Target Market 1: High-achieving students seeking a rigorous management education with strong career prospects.
- Target Market 2: Students from underrepresented groups seeking a supportive and inclusive learning environment.
- Target Market 3: International students seeking a globally recognized management degree.
Brand Positioning:
- NMU should position itself as a university that offers a transformative management education, emphasizing its commitment to diversity, innovation, and career success.
Consumer Behavior Analysis:
- Students today are increasingly tech-savvy and rely heavily on online resources for information.
- They value transparency, personalized experiences, and clear communication.
- They are also motivated by factors such as career prospects, financial aid, and campus culture.
4. Recommendations
1. Implement a Data-Driven Admissions Process:
- Develop a comprehensive admissions database: This database should capture key applicant data, including academic performance, extracurricular activities, and demographic information.
- Utilize data analytics to identify trends and patterns: This will enable NMU to better understand applicant profiles, predict future enrollment trends, and optimize admissions decisions.
- Implement an online application system: This will streamline the application process, improve efficiency, and allow for better data collection.
2. Enhance Marketing and Outreach Efforts:
- Develop a targeted marketing strategy: This strategy should be tailored to the specific needs and interests of each target market.
- Leverage digital marketing channels: Utilize social media, search engine optimization (SEO), and online advertising to reach potential applicants.
- Increase online presence: Develop a user-friendly website with compelling content, virtual tours, and online events.
- Partner with high schools and community organizations: This will help NMU reach a wider range of potential applicants, particularly from underrepresented groups.
- Create a strong brand identity: Develop a consistent brand message that emphasizes NMU's unique strengths and values.
3. Foster a Diverse and Inclusive Campus Culture:
- Implement diversity and inclusion programs: This will create a welcoming and supportive environment for students from all backgrounds.
- Offer scholarships and financial aid: This will make NMU more accessible to students from underrepresented groups.
- Partner with organizations that support diversity in education: This will help NMU reach a wider range of potential applicants.
4. Leverage Technology and Innovation:
- Explore AI and machine learning: These technologies can be used to automate tasks, personalize communication, and improve decision-making.
- Implement virtual reality (VR) tours: This will allow prospective students to experience campus life from anywhere in the world.
- Develop online learning resources: This will enhance the student experience and attract students who value flexibility and convenience.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of NMU's current situation, considering its strengths, weaknesses, opportunities, and threats. They are also aligned with the university's mission to provide a high-quality management education to a diverse student body. The recommendations are designed to address the challenges identified in the case study, such as the lack of a data-driven admissions process, limited online presence, and need for enhanced marketing efforts.
The recommendations are also aligned with current trends in higher education, such as the increasing importance of technology, the growing demand for diversity and inclusion, and the need for a more personalized student experience.
6. Conclusion
By implementing these recommendations, NMU can transform its admissions process, attract a more diverse and qualified applicant pool, and strengthen its competitive position in the higher education landscape. The university will benefit from a more efficient and data-driven admissions process, a robust online presence, and targeted marketing campaigns that resonate with its target audiences. This will ultimately lead to increased enrollment, improved student satisfaction, and a stronger brand reputation for NMU.
7. Discussion
Alternative Options:
- Outsourcing admissions to a third-party provider: While this could provide expertise and efficiency, it may not be cost-effective or align with NMU's brand identity.
- Focusing solely on traditional marketing channels: This may not be effective in reaching tech-savvy students and could limit the university's reach.
Risks and Key Assumptions:
- Implementation challenges: Implementing these recommendations requires significant investment in technology, staff training, and marketing resources.
- Changing student preferences: Student preferences and expectations are constantly evolving, so NMU needs to be adaptable and responsive to these changes.
- Competition: The higher education landscape is highly competitive, so NMU needs to continuously innovate and differentiate itself to stay ahead of the curve.
8. Next Steps
Timeline:
- Phase 1 (Year 1): Implement a data-driven admissions process, develop a comprehensive online application system, and enhance the university's online presence.
- Phase 2 (Year 2): Launch targeted marketing campaigns, expand outreach efforts, and implement diversity and inclusion programs.
- Phase 3 (Year 3): Leverage technology and innovation to enhance the student experience, such as virtual reality tours and online learning resources.
Key Milestones:
- Development and implementation of a comprehensive admissions database
- Launch of a user-friendly online application system
- Creation of a new website with compelling content and virtual tours
- Implementation of social media marketing campaigns
- Development of targeted advertising campaigns
- Launch of diversity and inclusion programs
- Implementation of AI and machine learning technologies
- Development of online learning resources
By following this roadmap, NMU can effectively implement its new admissions strategy and achieve its goals of attracting a diverse and qualified student body.
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Case Description
This case is set in the education industry. The President of National Management University (NMU), a fictional university in Singapore, has asked a professor to assume the role of the Dean of Graduate Studies with a mandate to reverse the trend of declining enrollments at the university. The 20-year-old university was among the top five in the nation and had been offering graduate programs for a decade. It had begun to witness a decline in enrollments that was concerning from both a financial sustainability perspective and in view of the lofty growth targets set by the university board. To assist him in getting to the root of the current problem and finding a solution, the new Dean has asked for, and received, a large amount of information on the university's marketing and promotion activities and expenditures, its choice of media and venue for its spends, the speed of student enrollment and the effectiveness of its campaigns. He hopes the data will provide potential answers as to how to better spend university resources to increase student recruitment and achieve the growth targets.
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